Can a Health Insurance Plan Add Five Years to Your Life?
In a recent Health & Protection article, Justin Taurog, CEO of VitalityLife, made headlines by claiming that members engaging with the Vitality programme can extend their life expectancy by up to five years – a bold and compelling figure that raises both interest and eyebrows.
Taurog cited internal actuarial analysis and UK-specific data from member records to support the claim. However, the underlying data has not been independently published, and many industry observers would welcome greater transparency around how this longevity impact is measured and verified.
What Is the Vitality Programme?
Vitality is a behaviour-linked wellness rewards programme that uses gamification, incentives, and data tracking to encourage members to adopt and sustain healthier lifestyles. Members can earn points and unlock rewards for:
- Completing workouts or reaching step goals
- Attending annual check-ups
- Improving biometrics like cholesterol or BMI
- Engaging in mental wellbeing activities
These points translate into tangible perks, such as discounts on Apple Watches, hotel stays, or flights, depending on the product and market.
We Love the Concept — But Does It Work in Practice?
At One World Cover, we genuinely like the philosophy behind Vitality. Aligning health insurance with proactive wellbeing behaviours is the kind of innovation we believe more insurers should explore. However, our experience – and client feedback – shows that uptake and engagement are highly variable across different employee populations.
Key concerns include:
- Low or uneven participation rates if employers don’t actively promote the programme
- Complexity around how rewards are earned or redeemed
- Limited local ecosystem support in some countries
- Unclear measurement of long-term clinical outcomes
We believe these tools work best when they’re embedded in a broader organizational wellbeing strategy – with clear communication, local relevance, and management buy-in.
Stanley the Dachshund: Making Vitality Fun (AKA – Who Doesn’t Love a Sausage Dog?)
Vitality has also invested heavily in brand storytelling, notably through its global mascot Stanley the Dachshund. After winning hearts in the UK as the face of Vitality’s active lifestyle campaigns, Stanley has recently arrived in the US to promote the message that health can be fun and rewarding. This kind of character-led marketing helps demystify health insurance and makes wellness more approachable, especially for younger audiences or those less engaged with traditional medical benefit structures.
Where Is Vitality Available?
Vitality’s reach spans 15+ countries through a mix of wholly owned businesses, including:
- South Africa (where it originated through Discovery)
- United Kingdom
- China (through a joint venture with Ping An Health)
- Singapore, Malaysia, Thailand, Hong Kong, Australia, New Zealand (through a partnership with AIA)
It is typically available as part of specific insurance products from select insurers – sometimes standalone, sometimes embedded into group or individual coverage.
Thinking About Embedding Vitality (or Similar Programmes) Into Your Employee Benefits?
If you’re interested in exploring:
- Health insurance quotes from insurers offering Vitality or Vitality-style wellness programmes
- Options for embedding behaviour-based wellness incentives into your global benefits plan
- Ways to align your workplace wellbeing strategy with your health insurance
We can help.
At One World Cover, we support employers and HR teams in selecting the right mix of coverage, incentives, and tools to drive both employee health and cost control – with a strong focus on ROI and meaningful engagement. Contact us to learn more about your options.
To learn more please get in touch: [email protected] or click here to contact us.
